iv Publisher's note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or either of the authors. First published in Great Britain and the United States in 2012 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or trans- mitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN United Kingdom www.koganpage.com 1518 Walnut Street, Suite 1100 Philadelphia PA 19102 USA 4737/23 Ansari Road Daryaganj New Delhi 110002 India © Alan Barnard and Chris Parker, 2012 The right of Alan Barnard and Chris Parker to be identified as the authors of this work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. ISBN E-ISBN 978 0 7494 6420 2 978 0 7494 6421 9 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Barnard, Alan. Campaign it! : achieving success through communication / Alan Barnard, Chris Parker. p. cm. ISBN 978-0-7494-6420-2 (pbk.) ­ ISBN 978-0-7494-6421-9 ( ) 1. Business communication. 2. Interpersonal communication. 3. Marketing. I. Parker, Chris. II. Title. HF5718.B367 2012 650.101'4­dc23 2011043134 Typeset by Graphicraft Ltd, Hong Kong Print production managed by Jellyfish Printed and bound in Great Britain by CPI Group (UK) Ltd, Croydon, CR0 4YY